More and more advertisers are implementing geo-targeting in their marketing campaigns, but challenges form when limiting location, specifically in regards to volume. Cookies and private browsing also limit ad number, yet a few creative location-targeting techniques are helping advertisers improve ROI. Geo-targeting focuses on city, state, region, country, zip code, designated market area (DMA), radius around a point or location extension targeting, or some combination of these. Let’s take a look at four effective geo-targeting techniques for advertisers wanting to fine-tune campaigns without losing volume:
1) Exclusion is Okay
AdWorks makes it possible for advertisers to exclude certain locations so ads don’t appear there, such as a convenience store chain excluding locations free of their stores. Running reports indicating where locations clicks are coming from, sorting by low-quality clickers and excluding these areas or using bid adjustment all contribute to improved ROI. Bid adjustments refer to increasing or decreasing bids in specific locations for performance optimization.
2) Use Keywords Only
Another geo-targeting technique is using keywords rather than locations to limit targeting. For example, a car dealership could create a separate campaign targeting people searching for “car dealerships Philadelphia” as opposed to relying on geo-targeting only. Because car dealerships serve specific areas or regions, people looking for dealerships are more likely to use geo-modifiers when searching. Using keywords therefore functions as a competitive strategy and a way to drive traffic.
3) A Mobile Focus
Mobile-only AdWord campaigns are important when looking to geo-target mobile audiences. This is especially essential if targeting on-the-go professionals, such as real estate agents, as well as consumers looking for specific services when “out and about,” such as towing help if stranded.
4) Implement Weather-Related Bid Adjustments
Google Scripts makes it possible to make bid adjustments based on weather. For example, marketers can send ads for indoor activities on cold and/or rainy days, and those for outdoor fun on warm and sunny days. A simple spreadsheet is all that’s required to create this bid, and advertisers are excited about the possibilities that weather-related geo-targeting offers. The weather affects purchase and activity decisions, so ads based on how warm it is or not on a certain day is a powerful marketing tool.
A little creativity is all that’s necessary to make geo-targeting work for your business! The potential of precise, location-specific marketing cannot be underestimated, and is set to revolutionize the way people do business.